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brand

(I) A distinctive mark or name that identifies a product or
business entity.

(O) SET usage: The name of a payment card. Financial institutions
and other companies have founded payment card brands, protect and
advertise the brands, establish and enforce rules for use and
acceptance of their payment cards, and provide networks to
interconnect the financial institutions. These brands combine the
roles of issuer and acquirer in interactions with cardholders and
merchants. [SET1]